Thursday, August 22, 2013

History is a good teacher – Over time, new media channels become 'established' when all custodians; consumers, publishers, brands and agencies are familiar with the function, benefit and measurement of the media from their perspective.

As the future unfolds, mobile will be the centerpiece of all marketing communication. Another billion people will come onto the planet in the next few years. These new consumers are a huge business opportunity. Mobile marketing presents an exciting prospect to engage the next billion. Winning in mobile is critical to success. Rahul will share perspectives on Unilever’s ambition and journey in mobile marketing.

Session to provide insight and analysis into how Prudential has utilised mobile marketing and gamification to build awareness of the Prudential brand in Asia via a broad range of media channels. With a specific focus on access, utility and engagement, this session will explore the ways that mobile marketing can be used to accelerate frontline sales.

Session to discuss why integrating mobile marketing and advertising into wider marketing strategies is critical for success. Daniel talks about the way mobile has been used to enhance and add value to McDonald's marketing objectives.

Session to discuss the reasons behind the increasing popularity of devices like the iPad, and the consumer shift away from experiencing internet via a browser. With the use of case studies, Eric will share his views on the reasons behind this rational change, and how new opportunities for immersive brand advertising could help to generate substantial revenue for publishers.

Bessie will share her views on successful ways to navigate China’s mobile marketing landscape while developing compelling and dynamic strategies to address the growing mobile media landscape. China has the largest mobile user population in the world. Bessie shares her views on the unique mobile and advertising ecosystem which mobile marketers need to grasp if they are looking to execute a successful mobile marketing strategy in China.

Mobile is an integral part of creative marketing. Session to discuss the presence of mobile marketing innovation at the Cannes Lions 2013 festival. Alvin talks about the adoption of mobile for growing Q2Q integrated campaigns and how these award winning cases can inspire us to rethink our marketing approaches for the future.

Traditional publisher - Trends Media has ensured its transition from print to mobile through its creative approach to business transformation using mobile as the key driver for reach and revenue. Jeff will share his thoughts on the innovation in mobile marketing which has helped Trends Media to succeed in the marketplace.

Dr. Anindya’s presentation will consider two seminal principles driving advertising: (a) audience measurement, and (b) audience behavior and demonstrate, with the help of data resulting from original research, core differences between PC display & the mobile worlds raising key questions that will need to be addressed to enable effective advertising in mobile.

Panel: Harnessing the Power of Mobile Advertising in the Era of Redefined Relevance

Advertising is being redefined in the palm of our hands in a new “mobile-first” world. Session to discuss how mobile can be used to reach consumers in ways that are not possible in any other medium. Panel will share their first-hand experiences on how mobile can not only enhance but drive media campaign decisions, and provide insight on the trends that will impact this space in the future.

2013, The Year of the Tablet!

The rapid adoption of tablets is estimated to be four times faster than that of smartphones, creating a new exciting opportunity for marketers to engage with consumers in a completely different way. Rob aims to arm marketers with the knowledge necessary to embrace tablets, branding, experiential marketing and acquisition.

Want More Engagement From Your Mobile Marketing Campaigns?

Mobile has become an integral part of daily life but mobile marketing still needs to fit into users’ behavior to work well. Saurabh will focus on consumer expectations in permission marketing, discussing the findings of a worldwide end-user survey, and sharing insights on how to better connect with consumers and encourage lasting loyalty.

Where Context Meets Engagement: Is Big Data or Analytics

Think beyond the status quo to take into account how big data can power an organisation’s key business initiatives.
This session will take a closer look at how data and applications together can drive better customer engagement.

Case Study : Mobile App Advertising Based on a Popular Worldwide Puzzle Campaign

The presentation will discuss the methodology, challenges and the results of a global campaign. Satoko shares insight on successful “app to app targeting” as an optimization method and her views of a successful promotion in Japan.

Beyond the Hype: What Big Data Means for Mobile Marketers

Beyond the buzzwords, what does structured and unstructured data mean for marketers and the industry?? Michael shares his thoughts on how analytics will transform the way we connect with customers and the impact on marketing and advertising to drive ROI on mobile.

Mobile Fuels the Convergence Of Paid, Earned and Owned Media

Dan shares his observations from clients and media partners, on the growing trend of news content consumption on mobile devices. He provides insights into how optimized mobile content and social audiences, function as the common currency across paid, earned and owned media channels.

When Programmatic Meets Mobile
How Data-Driven Display Is Closing the Conversion Gap for M-Commerce Marketers.

Rohit shares his views on how the real opportunity of data-driven display lies in the possibility of delivering truly individualized marketing at scale, with messaging that syncs across desktop, mobile web and in-app. Discussion of how the opportunity to personalise every aspect of a marketing plan is enabling marketers to not only optimize for the next transaction, but to build their cross-channel strategy for long-term success.

“Reshaping Indonesia’s Advertising and Media Landscape”
New Approach to the Existing Business for XL Axiata

Telecom business worldwide has shifted and with saturated market for Indonesia, XL Axiata has taken leap frog approach in accommodating these changes by embracing digital services and in particular advertising. Learn on how Indonesia’s second largest GSM telecom initiated some of Asia’s and world’s first initiatives by embracing its enemies and give meaningful journey for its subscribers.

Mobile Video, Its Time Has Come

Ben will share his thoughts onthe latest trends in mobile video, providing insights into the opportunities and issues the industry is working on to promote the growth of the mobile video marketplace. In addition, Ben will also discuss mobile video use cases and a look at video ad performance.

Enterprise – inward marketing:

Session to discuss the accelerating growth of mobile usage, coupled with the need to access collaboration tools via mobile devices. With a focus on the security and management challenge, Raj will share his experience of making mobile the platform of choice and the challenges of implementation.

The Future of Mobile Advertising is Rich Media

Rich Media (HTML5) advertising describes how animations and videos place themselves over the content. Session to explore the creativity of Rich Media and Video including HTML5, and how it is being used to actively relay product and brand messages to the user via smartphones and tablets

Panel - Game of Thrones: Social Edition

The world of Social Networking has had a monolithic impact on the premium content and publishing and marketing industries. Mobile had disrupted the Media for good. But wait, now the battleground has shifted once more, and Mobile itself has been reconstituted for episodic, cloud-based consumption. Which House will win the day?

The Emerging Role of Video as Part of Large Scale Audience Reach and Activation:

Discussion of how rich media and video have emerged as two of the fastest growing mobile channels and how this is not necessarily dominated through the top end of the customer pyramid. The panel will provide insight into the growing channels and their contribution and effectiveness to cross media, multi-channel approaches.

Friday, August 23, 2013

Brands and Agency define the new media landscape. Established media is recognized when brands, agencies and consumers start to relate to it and start to use it in the manner that will benefit all of them.

Evolving Mobile From A Tactical Promotional Platform Through A Broad Content Framework For Brand Marketing

With the increasing opportunity for brands to reach their target audience wherever they are, creating the right branding strategy is imperative. Hear a successful brand’s perspective on inspiring creativity in your mobile marketing strategy.

The mobile era started more than four years ago. It started when we, as mobile consumers, caused great disruption in the way we access content, communicate, and interact with the people and businesses that impact our lives. This mobile era now requires a categorical shift in thinking, action, and reaction for marketers, technologists, and developers to best leverage the medium of the future. Is the advertising business being redefined?

Marketing Innovation Through Product, Program’s and Integrating with Mobile

Michelle shares how Kimberly-Clark has benefitted from an innovative approach to the marketing mix, incorporating mobile, social and digital media as part of an overarching strategy to connect with the consumer of today.

Vipul shares his views on the key factors that are impacting marketer's abilities to successfully engage and manage an ongoing relationship with consumers. He shares use cases helping establish the rational for mobile in new marketing strategies, cross media effects, and other key factors.

Session to discuss how the emerging market mobile ecosystem is creating new opportunities for marketers. Using case studies to highlight insights, context and analysis, Vikas will share his perspective on the impact of new approaches to marketing and how they are being embraced by advertisers.

It is common knowledge that if you don’t pique the interest of your target audience immediately, you will likely be pushed aside and ignored. Join our panel of experts as they share their thoughts on the challenges and potential areas of engagement through the use of mobile.

Asian markets have been quick to embrace mobile marketing. From advanced and emerging markets to concepts like Augmented Reality and Advocurrency, messaging and voice, Tomi will show what mobile marketing looks like on other continents, as they discover the power of mobile.

Brand recognition is only one facet of online and mobile marketing. In fact, for most companies, brand is of secondary importance - the main emphasis being on concretely driving leads and sales through digital channels. Session to provide insight into driving commercial activity through mobile, with examples of how to leverage cross media integration for best effect.

Session to explore how the luxury and lifestyle industry is shifting away from its use of traditional media in favour of a more diverse approach to marketing. Wendy will discuss the key challenges for the luxury sector and how luxury advertisers in Asia Pacific have adapted to the new media era to meet said challenges.

It's becoming clear to marketers that no matter what kind of business they have, they're running a mobile business. Consumer adoption is skyrocketing as people are using more devices in unique ways. The chat will discuss how mobile has been influencing agency’s and clients’ life over the past 12 months.” Topics like clients demand for mobile, trends over the past 12 months and where is the industry going over the next 12 months, how does the big “dance of the giants” (Omnicom and Publicis) influence mobile will be covered.

To generate growth, every business needs to look at integrating its assets. Vishnu talks about Havas’ approach to generating business using mobile as a key pillar, engaging clients to use the medium, while avoiding the pitfalls of an emerging business.

Truly innovative campaigns are not necessarily driven by inventing new technology or methodology, but rather are the product of breakthrough ideas. Graham talks through some of the most innovative ideas in mobile marketing today, looking at who’s responsible, what makes them great, and how the industry can learn from them.

Edward presents the latest findings & implications of a survey conducted across Asia Pacific with marketers & agencies on mobile marketing & advertising. He shares insights on the most innovative channels, markets, brands and categories using mobile, and the nature and importance of mobile marketing in the future.

How can consumers, using their connected device, interact with traditional media in real time? What are the benefits and subsequent business models that can arise from enabling consumers to interact with brands via mobile and tablet? Over The Top Technologies as we understand them, are key to driving the consumer change. This session illustrates the use case with TV and publications.